Kenya has launched a renewed global tourism campaign aimed at attracting five million international visitors by 2027, President William Ruto announced during the opening of the 2025 Great Wildebeest Migration global broadcast at the Masai Mara in partnership with China Media Group Africa.

The President emphasized Kenya’s ambition to reposition itself not just as a wildlife haven, but as a diverse travel destination highlighting digital innovation, sports and conference tourism, culture, and adventure alongside traditional offerings like safaris and beach holidays.

“We are expanding our tourism products beyond wildlife, national parks, and beaches to include a wide array of experiences,” said President Ruto.

He noted that Masai Mara, which draws over 400,000 visitors annually, remains the crown jewel of Kenya’s tourism sector, offering a unique combination of biodiversity, community-led conservation, and world-class adventure. The annual wildebeest migration, famously described as the eighth wonder of the world, continues to captivate global audiences.

Kenya’s tourism vision, Ruto said, is rooted in sustainability, inclusion, and cultural enrichment.

“We are focused on tourism that enriches both the visitor and the host, and transforms travellers into ambassadors for Kenya—proud of our wild beauty, conservation achievements, and unbreakable spirit.”

The President applauded Kenya’s collaboration with China through initiatives like the Belt and Road Initiative, calling it a demonstration that progress and environmental conservation can go hand in hand.

In 2024, Kenya welcomed 2.4 million international visitors, marking a 15% increase from the previous year. Ruto underscored this growth as a signal of global confidence in Kenya’s tourism landscape.

The President extended a warm invitation to travelers worldwide:

“From the thundering hooves of the Mara to the calm shores of our coast, from snow-capped peaks to sunlit savannahs—Kenya is open, radiant, and ready to share her soul with the world.”

The event was also attended by Tourism Cabinet Secretary Rebecca Miano, Narok Governor Patrick Ntutu, and other senior government officials, marking a significant moment in Kenya’s tourism and conservation diplomacy.